The same RFM segments that are preselected by B-to-B vs. consumer customers respond quite differently from each other. Typically, the average order value for the B-to-B customer will be larger. This factor alone often allows for mailing deeper into the RFM selects for the B-to-B file.
Your B-to-B selects could provide an acceptable ROI into the fourth year of recency. But your consumer selects may be mailable for only half of that file depth.
- Companies:
- J. Schmid & Assoc.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.